Marketing Management Project Synopsis

Submitted to
Dr Chinmaya Kulshrestha

Sumbmitted by

MANAGEMENT DEVELOPMENT INSTITUTE

MEHRAULI ROAD, GURGAON

Project Synopsis
1. Title : Eureka Forbes water purifier

2. Project Duration : 1 months (14 June 2010 – 14 Sep 2010)

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 3. Project Objective:

(1) To understand the evolution and present scenario of water purifier industry in
India.
(2) To Study Market Segmentation Targeting and differentiated Positioning of
Eureka Forbes water purifier.
(3) To Study Strategy of managing Communications and the sales force.

4. Project Limitation:

(1) The geographical scope of the study is limited to MDI Batch.

(2) The Sample size is confined to 40
(3) Resource constraint Articles which are freely available on the internet or
books/magazines available in library would be consulted for the project.

5. Overview of Water Eureka forbes Aqua Guard Water Purifier

Eureka Forbes is a part of the Shapoorji Pallonji Group and today it is a 12 billion INR, multi
product and multi channel corporation. Incepted in 1982, we have put 28 years of consolidated
efforts to become the undisputed leaders in domestic and industrial Water Purification Systems,
Vacuum Cleaners, Air Purifiers & Security Solutions. Being Asia’s largest direct sales
organization, our force of 7000 direct personnel touches 1.5 million homes. We have one of the
largest networks catering to more than 131 cities and 398 towns across the country! We also
have a 10,000 strong dealer sales network and over 58 distributor strong Industrial Sales
Network.

Dedicated to the cause of providing healthier living, today, we have successfully established
ourselves as a business super-brand and our dedicated team works around the clock to make
your lives healthier and more secure! We strive to provide the best after sales service and to
achieve the same we have over 1500 service centers and as many as 4500 company trained
technicians who visit over 20,000 Indian kitchens daily

6. Research methodology

The research design adopted in the study was descriptive in nature because the study
aims at describing the situation as it exists at present. It shows Market Segmentation
Targeting and positioning of Eureka Forbes water purifier.

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7. References:
 http://www.eurekaforbes.com/
 Marketing Management Thirteenth Edition A south asian perspective Philip Kotler,
Kevin lane keller, Abraham koshy and Mithleshwar Jha
 http://marketingpractice.blogspot.com/